Discover Halifax
Giving an award-winning campaign a second wind
- Art Direction
- Copywriting
- Integrated Campaign
- Production
- Design
- Media
- Social Media
- Video Production
When Discover Halifax was ready to launch a second year of their international campaign, we knew we had to keep building on the magic of the first year. So, we kept going against the grain of tourism marketing’s rules: where you’d expect sunny days and expensive activities, we showed rain and afternoon naps. Instead of staging a shoot of new friends laughing on the beach, we used images from a diverse range of local photographers who love this city as much as we do.
This led to a campaign that speaks more about our audience than us. Validating the trend of visitors not looking for postcard-perfect vacations, but a place that will leave them relaxed, energized, and rejuvenated.
The new pieces still lean into the down-to-earth, poetic and sincere voice that had so deeply resonated with our audience. Nothing is lost, either, of the honesty that makes the campaign memorable: we celebrate the fog, the grit, the rain and the salt rather than praising the (sometimes rare) sun.
The headlines use misdirection to generate interest and engagement, while each script makes a point of acknowledging where the viewer is stuck, making it clear that Halifax is a destination to genuinely unwind and leave your worries behind. All of it shows that Halifax, not unlike the campaign’s tropes, might not be the solution you expected—yet it works wonderfully.
The Outcome
Evoking a feeling
The media buy was focused on programmatic, video, and social, with additional placements found to showcase the long-form copy in print and a on large OOH buy in Toronto’s Distillery District. The campaign also appeared on Air Canada in-flight screens and as a large digital billboard in NYC’s Times Square.
Initial response to the campaign has been overwhelmingly positive, from partners, industry peers, and Halifax locals excited to see a fresh take on tourism marketing. The branding and campaign work has been recognized with awards including Design Photography, Craft Copywriting, Craft Art Direction, and film – TV Single medals at the 2024 ICE awards.